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Digital Public Affairs
           K2 Kommunikationsgipfel 17. Juni 2010, Düsseldorf



Dr. Gunnar Bender
Director Corporat...
Formatvorlage durch Auswahl der Benutzerdaten bearbeiten!   Seite 3
Formatvorlage durch Auswahl der Benutzerdaten bearbeiten!   Seite 4
Formatvorlage durch Auswahl der Benutzerdaten bearbeiten!   Seite 5
“Social Media is a river, not a lake“ – ...alles ist im Fluss
Social Media ist die Summe aller Konversationen online


 Jeder spricht mit jedem:
 o Kunden
 o Mitarbeiter
 o Journaliste...
Diese Konversationen verlaufen dezentral im Netzwerk
Aus Massenmedien werden Medienmassen
Die Medienmassen machen mobil.




                                 14
Digital Public Affairs bedeutet vor allem neue Aufgaben.
                                    Buzz     Web 2.0

           ...
Map of the german political Web
www.open-enquete.de
Edelman Digital Staffer Study 2009
Edelman Digital Staffer Study 2009
Klassisches Public Affairs Modell
Digital Public Affairs Modell
Neue Aufgaben
Der (digitale) Lobbyist muss sich entwickeln,

 • weg vom “Hunter”,
   …der Entscheidungsträger unter Aussch...
Greenpeace 1.0
Greenpeace 2.0
Digital Public Affairs Process




                                 Seite 20
Seite 30
Bild/Grafik
Astroturfing vs. Empowerment

 Anstatt Unterstützer künstlich zu erfinden,
   gilt es, real existierende Allianzpartner
    ...
Astroturfing
•   Vortäuschen des Eindrucks einer spontanen
    Graswurzelbewegung (Fake Grassroots)

•   Soll unabhängige, ...
Online Advocacy Tutorial
Zusammenfassung
- „Friends“ = Reichweite und Mobilisierungspotenzial
- Informieren! Involvieren! Mobilisieren!
- „Support ...
Herzlichen Dank!
www.UdLdigital.de
UdL Digital: Digital Public Affairs
UdL Digital: Digital Public Affairs
UdL Digital: Digital Public Affairs
UdL Digital: Digital Public Affairs
UdL Digital: Digital Public Affairs
UdL Digital: Digital Public Affairs
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UdL Digital: Digital Public Affairs

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Was ist Digital Public Affairs? Die Antwort hier und unter http://www.udldigital.de

Publicado en: Noticias y política
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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UdL Digital: Digital Public Affairs

  1. 1. Digital Public Affairs K2 Kommunikationsgipfel 17. Juni 2010, Düsseldorf Dr. Gunnar Bender Director Corporate Affairs E-Plus Gruppe
  2. 2. Formatvorlage durch Auswahl der Benutzerdaten bearbeiten! Seite 3
  3. 3. Formatvorlage durch Auswahl der Benutzerdaten bearbeiten! Seite 4
  4. 4. Formatvorlage durch Auswahl der Benutzerdaten bearbeiten! Seite 5
  5. 5. “Social Media is a river, not a lake“ – ...alles ist im Fluss
  6. 6. Social Media ist die Summe aller Konversationen online Jeder spricht mit jedem: o Kunden o Mitarbeiter o Journalisten o Kritiker o Fans o Politiker o Wähler… o Letztlich jeder, mit einem Internetzugang und einer Meinung
  7. 7. Diese Konversationen verlaufen dezentral im Netzwerk
  8. 8. Aus Massenmedien werden Medienmassen
  9. 9. Die Medienmassen machen mobil. 14
  10. 10. Digital Public Affairs bedeutet vor allem neue Aufgaben. Buzz Web 2.0 Wikis Social Media Folksonomy Podcasting RSS Blogs Media relations Wireless Tagging Promotions Grassroots Search engine marketing Pitching Press Fact YouTube reporters releases sheets Online editorial outreach Consumer- Publicity Public Affairs generated content Special Viral Citizen Employee journalism events Coalitions communications marketing Advergaming Flogs PR stunts Branding IR Mobile marketing Tivo Tradi&onal Third party outreach Metaverses MySpace Social We Media Flickr networking New Facebook Content optimization Syndication
  11. 11. Map of the german political Web
  12. 12. www.open-enquete.de
  13. 13. Edelman Digital Staffer Study 2009
  14. 14. Edelman Digital Staffer Study 2009
  15. 15. Klassisches Public Affairs Modell
  16. 16. Digital Public Affairs Modell
  17. 17. Neue Aufgaben Der (digitale) Lobbyist muss sich entwickeln, • weg vom “Hunter”, …der Entscheidungsträger unter Ausschluss der Öffentlichkeit jagt. • hin zum “Farmer”, …der (digitale) Freiwillige informiert, involviert und schließlich mobilisiert
  18. 18. Greenpeace 1.0
  19. 19. Greenpeace 2.0
  20. 20. Digital Public Affairs Process Seite 20
  21. 21. Seite 30
  22. 22. Bild/Grafik
  23. 23. Astroturfing vs. Empowerment Anstatt Unterstützer künstlich zu erfinden, gilt es, real existierende Allianzpartner zu identifizieren und zu unterstützen.
  24. 24. Astroturfing • Vortäuschen des Eindrucks einer spontanen Graswurzelbewegung (Fake Grassroots) • Soll unabhängige, freiwillige Unterstützung simulieren • Initiiert von Unternehmen, Politik und anderen Interessensvertretungen • Viel Geld und wenig TeilnehmerInnen vs. kaum finanzielle Mittel und viele Teilnehmer („echte“ Graswurzelbewegung) • Falsche Lobbying-Strategie!
  25. 25. Online Advocacy Tutorial
  26. 26. Zusammenfassung - „Friends“ = Reichweite und Mobilisierungspotenzial - Informieren! Involvieren! Mobilisieren! - „Support your Supporters!“ - Engagement durch resonanzfähige Inhalte - Wirkung definiert sich über die Nachfrager - Intrinsische statt extrinsischer Motivation - Partizipation ist nicht gleich Basisdemokratie - Partizipation bedeutet Abgabe von Macht
  27. 27. Herzlichen Dank! www.UdLdigital.de

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